Rosa Huang





Currently at Via Transportation, I shape the scalable web and digital brand experience for transit nerds—building systems that make digital storytelling cohesive, clear, and visually engaging.

Selected Works Selected Works Selected Works
Project 1

Web Design System.

Architected a scalable design system bridging Figma and HubSpot, transforming our web production workflow and increasing build efficiency by 60%.




I built the system in Figma, defining core components, typography, colors, grids, and a unified icon library for digital and print. Working closely with enigineers, the system was translated into HubSpot drag-and-drop modules, enabling Content and Marketing teams to independently create and publish landing pages. This work improved workflow efficiency, ensured visual consistency, and established a scalable framework for future brand projects.
Impact/
2.5× faster page production time with reusable design system.

1/3of the team actively using the system to independently build and publish pages.
Contributions/
  • Design System Architecture
  • Modular Component Library
  • HubSpot Integration

Project 2

RFP App Design Template.


Architected a scalable Sketch UI template, standardizing partner app screens to achieve 20× faster production and 100% visual consistency.



To resolve the dual challenges of design inconsistency and slow production within the RFP (Request for Proposal) process, I led the architecture and implemented a scalable Sketch UI template using nested symbols to organize colors, typography, and core components. This system standardized partner app screen creation, optimized workflows, and ensured visual consistency across all RFP deliverables.
Impact/
20× fasterproduction, dramatically accelerating the proposal workflow.

100%visual consistency ensured alignment across all partner screen deliverables.
Contributions/
  • Scalable UI Template Design
  • Production Workflow Optimization
  • Team Onboarding & Documentat

Project 3

Via Resources Hubs.

Led a six-month redesign of Via’s Content Hub, improving content discoverability and boosting session duration by 18% and lead conversions by 10%.



I led the Content Hub redesign, transforming a siloed resource center into a dynamic destination for industry insights. Conducted card-sorting and stakeholder workshops to overhaul the information architecture, and enhanced discoverability with dynamic layouts, refined typography, and scalable blog templates, resulting in deeper engagement and stronger lead generation.
    Impact/
    +18%session duration, resulting in deeper content consumption. 

    +10%conversion rate, resulting in more lead generation.
    Contributions/
    • Information Architecture (IA)
    • User Research
    • UI/UX Design
    • Scalable Blog Template Design


    Project 4

    Via websites.

    Led the strategic redesign of Via’s corporate website, optimizing core pages and user flows to boost engagement by 11% and key CTA conversions by 10%.




    As lead product designer, I redesigned core corporate pages—including the Homepage, Solutions, and Content Hub—partnering with Product Marketing and Content teams to define user flows, content strategy, and art direction. Focused on responsive design and subtle animations to improve content discovery and user engagement.
    Impact/
    +11%  in engagement, reflecting improved content discovery.

    +10%in key CTA conversions, boosting lead generation efficiency.
    Contributions/
    • Art Direction
    • Responsive Web Design
    • UX Strategy
    • Content Strategy
    ©Rosa Huang 2025rosahuang.ml@gmail.com